Stetson - (Hardcover)

Book Synopsis

Nothing symbolizes the dream of the American West, from its rugged, dramatic landscapes to its cowboy culture, like Stetson. It was founded in 1865 by John B. Stetson, an explorer and adventurer who, during a long Western expedition, fashioned a hat with a high crown and a wide flat brim that could withstand the elements. It worked so well that he decided to mass-produce it. Renowned for its handmade, high-quality hats, Stetson soon came to represent quintessential American values: innovation, resilience, and trailblazing independence.

This book celebrates the profound impact and influence of Stetson, and the cowboy aesthetic, on American culture. In sections including "Stetson in Song" and "Stetson on Screen," stunning photographs show a diverse range of musicians who lay claim to the Stetson as part of their image, from Gene Autry and Loretta Lynn to Bob Dylan and Willie Nelson to Beyoncé--and a who's who of American movie stars from Robert Redford and Clint Eastwood to Jane Fonda and John Travolta up through Margot Robbie and Ryan Gosling in Barbie showing the many different ways to look good in a Stetson.

A throughline of iconic style runs through the book, with images of such American icons as Georgia O'Keeffe, Patti Smith, and Lyndon Johnson depicting the timeless look of the Stetson. Heirloom objects, these hats are still handcrafted, and the book explores the couture-like way they're created, including the many ways they can be customized and individually shaped.

With evocative archival imagery and glamorous advertisements tracing the history of the brand and highlighting key moments and trends in American history and culture along the way, and with essays by cultural historians contextualizing the significance of Stetson in American culture, this book is an exciting and stunning look at America's most important heritage brand.

Review Quotes

"STETSON HATS MIGHT seem inseparable from the Old West, but the new illustrated book "Stetson: American Icon" (Rizzoli) reveals that they originally hailed from the East...Scores of vintage ads and photos show the hat gracing the heads of Willie Nelson and John Wayne, as well as Beyoncé, who wore a Stetson on the cover of her 2024 "Cowboy Carter" album, and Margot Robbie and Ryan Gosling as Barbie and Ken in the 2023 film" -- The Wall Street Journal

"Rizzoli's Stetson: American Icon features archival imagery and advertisements tracing the history of the brand and essays by cultural historians contextualizing the significance of Stetson in American culture. Rare archival photography is paired with portraits of past and present-day cultural icons in Stetson - from Georgia O'Keeffe, Andy Warhol, and Picasso to Willie Nelson, Beyoncé, and Post Malone (to name a few). It's a stunning look at America's most iconic heritage brand - in the words of John Wayne, "It's the hat that won the West." -- MR Magazine

"The book examines Stetson's evolution through the lens of its most recognizable hat styles and their impact on art, film and music. It features essays by cultural historians, archival photography and original imagery that contextualize the brand's role in shaping the image of the American West and beyond." -- Women's Wear Daily

"This year, the longstanding Western-wear brand celebrates its 160th anniversary, and to commemorate the occasion, Stetson teamed up with Rizzoli to craft a new coffee table book, titled Stetson: American Icon.Out September 30, the book charts the history of Stetson cowboy hats and more, cataloguing the numerous celebrities, film characters, and works of art that have featured pieces from the brand." -- Harper's Bazaar

"Stetson couldn't have picked a better time to celebrate its 160th anniversary. At a time when Western cowboy aesthetics are infiltrating culture--TV shows such as "Yellowstone", musical artists such as Beyoncé, Harry Styles, Taylor Swift and Shaboozey and fashion's "Cowboy Core" trend all embrace Western styling--the traditional American hatmaker is celebrating its founding by John B. Stetson who crafted a hat to protect from the elements on the range in 1865.To mark the milestone, the brand has penned its first book from its perspective, documenting the hat's genesis, its popularity, and how the piece of headgear has defined the American aesthetic." -- Forbes.com

"Stetson, the American hat brand founded in 1865, is having a banner year. To commemorate its 160th birthday, the label has released an anniversary collection with limited edition iterations of its greatest-hits, from tall-crowned cowboy hats to beaver-felt dress styles. And this week, the business built on Western headwear got the big-city stamp of approval with the publication of Stetson: American Icon (Rizzoli), whose 320 glossy pages tell its story with contributions from the likes of musician Lyle Lovett, New York Times film critic Glenn Kenny and historian Douglas Brinkley." -- Robb Report/Muse Magazine

"Written by longtime Vogue editor Laird Borrelli-Persson, Stetson: American Icon explores the genesis of the cowboy hat. Worn by everyone from Willie Nelson and Bob Dylan to Beyoncé and Margot Robbie, Stetson's handmade hats are ingrained in American history." -- Who What Wear

About the Author

Douglas Brinkley is a historian and author, a professor of history at Rice University, a presidential historian for CNN, and a contributing editor to Vanity Fair.

Jay Fielden is a journalist, writer, editorial consultant for Ralph Lauren, and former editor in chief of Esquire, Town & Country, and Men's Vogue.

Glenn Kenny is a film critic and journalist who writes for The New York Times and RogerEbert.com.

Lyle Lovett is a celebrated country songwriter and singer.

Mark McKinnon is a political advisor, media strategist, and cofounder of No Labels, an organization dedicated to bipartisan political problem-solving.